Australian commercial TV measurement alliance OzTAM has partnered with AI Data Cloud company, Snowflake, to leverage its Data Clean Rooms for VOZ Streaming data enablement solution.

The partnership will enable VOZ Streaming, the new multi-broadcaster programmatic BVOD trading solution launching at the end of the year, to combine anonymised viewer data from the major commercial networks’ BVOD offerings (7plus, 9Now, 10 play and SBS On Demand) into one common OzTAM dataset within a cross-cloud environment.

The aim is to make advertising in the BVOD era more personalised, with organisations to unlock the value of sensitive data by anonymising, processing, and securely storing personally identifiable information (PII), which enables joint data analytics, machine learning, and AI.

CEO of OzTAM, Karen Halligan, said: “A data clean room was essential to protect the privacy of viewers, help the networks ensure data security and enable a brand safe, privacy preserving environment for advertisers.” She further stated, “Snowflake Data Clean Rooms’ easy integration with our groundbreaking premium data enablement service for BVOD programmatic ad trading is another milestone in the progression of VOZ. Data governance was non-negotiable, and following a thorough tender process, Snowflake demonstrated the best approach.”

Vice President for Australia and New Zealand at Snowflake, Theo Hourmouzis, said: “OzTAM’s VOZ Streaming service will help broadcasters and advertisers unlock the full potential of streaming via BVOD, enabling advertisers to engage with the right audience at the exact time they’re viewing.” He added, “This complete reimagining of BVOD advertising is made possible through Snowflake Data Clean Rooms as they protect viewer privacy while enabling personalisation on a scale previously thought impossible.”

Snowflake was selected by OzTAM to hash and anonymise the data of users from each participating BVOD provider within the VOZ Streaming data enablement service. This allows advertisers to target precise personas – specific demographics based on age, gender, and viewing behaviours – to more accurately place advertisements in front of viewers regardless of the BVOD channel they are watching, when they are watching it, or the device they are using.

Snowflake’s Data Clean Rooms will allow for personal data to be shared across broadcasters and between agencies without sharing names, ages, email addresses, or any other PII.